Case Study: MoMo achieves a 20-point lift in ad recall and 50% lower cost per action with Facebook Ads

Reaching a mobile audience with Facebook video ads

MoMo, Vietnam’s leading mobile wallet, ran its first brand awareness campaign on Facebook to reach a broad audience (ages 22–45 across eight cities) and drive app installs and bank-account linkages. The challenge was to build top-of-mind awareness while also encouraging in-app actions among existing and new users.

MoMo ran simultaneous brand and performance campaigns—mobile-optimized cuts of TV spots, split-screen videos, carousels, and targeted video ads for bank customers—using Facebook’s reach-and-frequency buying and the Facebook SDK for measurement over six weeks. The campaign reached 61% of the target audience, achieved a 20-point lift in ad recall, an 8-point lift in top-of-mind awareness, a 50% lower cost per action, and strong engagement (413K comments, 535 shares).

MoMo

Nguyen Manh Tuong

Chief Operating Officer